1. PowerPoint Presentation by Charlie Cook The University of West Alabama Eighth Edition © 2010 South-Western, a part of Cengage Learning All rights reserved. Traditional Advertising Media CHAPTER 12 INTEGRATED MARKETING COMMUNICATIONS IN ADVERTISING AND PROMOTION

2. 1.Describe the four major traditional advertising media (newspapers, magazines, radio, and television). 2.Discuss newspaper advertising and its strengths and limitations. 3.Evaluate magazine advertising and its strengths and limitations. 4.Describe radio advertising and its strengths and limitations. 5.Discuss television advertising and its strengths and limitations. 6.Appreciate the research methods that are used for each ad medium to determine the size of the audience exposed to advertising vehicles. 1.Describe the four major traditional advertising media (newspapers, magazines, radio, and television). 2.Discuss newspaper advertising and its strengths and limitations. 3.Evaluate magazine advertising and its strengths and limitations. 4.Describe radio advertising and its strengths and limitations. 5.Discuss television advertising and its strengths and limitations. 6.Appreciate the research methods that are used for each ad medium to determine the size of the audience exposed to advertising vehicles. Chapter Objectives After reading this chapter you should be able to: © 2010 South-Western, a part of Cengage Learning. All rights reserved.12–2

3. © 2010 South-Western, a part of Cengage Learning. All rights reserved.12–3 Major Mass Advertising Media Spending in mass advertising media in the United States totaled approximately $190 billion in a recent year.Spending in mass advertising media in the United States totaled approximately $190 billion in a recent year. Spending percentages by media type:Spending percentages by media type:

4. © 2010 South-Western, a part of Cengage Learning. All rights reserved.12–4 Which Advertising Medium Is “Best”? Advertiser’s Objectives Creative Needs Competitive Challenge Available Budget Factors in the Choice of Best Advertising Media

5. © 2010 South-Western, a part of Cengage Learning. All rights reserved.12–5 Newspapers Readership:Readership:  53 million U.S. households during week and nearly 55 million on Sundays.  Historically leading medium but in constant decline Buying Newspaper SpaceBuying Newspaper Space  Standardized Advertising Unit (SAU) system  1 column:2 1 / 16 inches2 columns:4 1 / 4 inches  3 columns:6 7 / 16 inches4 columns:8 5 / 8 inches  5 columns:10 13 / 16 inches6 columns:13 inches  Space depth: 1 inch to 21 inches  Space rates apply to ROP (run of press)  Premium rates for preferred space positioning

6. © 2010 South-Western, a part of Cengage Learning. All rights reserved.12–6 Newspaper Advertising’s Strengths and Limitations Table 12.1

7. © 2010 South-Western, a part of Cengage Learning. All rights reserved.12–7 Magazines Special Interest MagazinesSpecial Interest Magazines  Consumer-oriented  Business-oriented Standard Rate and Data Service (SRDS Media Solutions)Standard Rate and Data Service (SRDS Media Solutions)  Tracks information on standardized ad rates, contact information, reader profiles, and other information, which facilitates media planning and buying.

8. © 2010 South-Western, a part of Cengage Learning. All rights reserved.12–8 Magazines (cont’d) Buying Magazine SpaceBuying Magazine Space  Selecting magazines that reach the target market  Sources for cost considerations  Media Kits –Demographic composition of magazine’s readership –Rate cards  CPM (Cost-per-thousand) Information –Mediamark Research, Inc. (MRI) –Simmons Market Research Bureau (SMRB)

9. © 2010 South-Western, a part of Cengage Learning. All rights reserved.12–9 Golf Digest’s Demographic Profile Figure 12.1

10. © 2010 South-Western, a part of Cengage Learning. All rights reserved.12–10 Partial Rate Card for Sports Illustrated (Rate base = 3,150,000) Figure 12.2

11. © 2010 South-Western, a part of Cengage Learning. All rights reserved.12–11 Magazine Advertising’s Strengths and Limitations Table 12.2

12. © 2010 South-Western, a part of Cengage Learning. All rights reserved.12–12 Magazines (cont’d) Magazine Audience MeasurementMagazine Audience Measurement  Magazine subscriptions and the number of people who read a magazine are not equivalent:  Variety of intermediaries collecting subscription makes it difficult to obtain an accurate count of subscribers  Single copy purchases and publicly available copies thwart identification of readers  Subscribers who share magazines with others  Simmons and MRI Reports  Specialists in measuring magazine readership and determining audience size.  Each uses different research methods

13. © 2010 South-Western, a part of Cengage Learning. All rights reserved.12–13 Illustration of a MRI Report for Imported Beer/Ale (Based on all adults indicating whether they have drunk imported beer/ale within the last six months) Table 12.3

14. © 2010 South-Western, a part of Cengage Learning. All rights reserved.12–14 Magazines (cont’d) Selecting the MagazineSelecting the Magazine  The size of the potential audience that a vehicle might reach  The attractiveness of its coverage as revealed by the total product purchasers exposed to that vehicle and compared with other media  Its cost compared with other vehicles  Its appropriateness for the advertised brand

15. © 2010 South-Western, a part of Cengage Learning. All rights reserved.12–15 Radio Market CoverageMarket Coverage  Nearly 14,000 commercial radio stations in the United States  Almost 100 percent of all homes have radios; most  homes have several  Virtually all cars have a radio  More than 50 million radios are purchased in the United States each year  Radio broadcasting in the United States reaches about 93 percent of all people age 12 or older.

16. © 2010 South-Western, a part of Cengage Learning. All rights reserved.12–16 Radio (cont’d) Factors in Buying Radio TimeFactors in Buying Radio Time  Matching station format with target market  Choosing a station with geographic coverage in areas of dominant influence (ADIs)  Day part choice  Morning drive: 5 AM to 10 AM  Midday: 10 AM to 3 PM  Afternoon drive: 3 PM to 7 PM  Evening: 7 PM to Midnight  Late night: Midnight to 7 AM

17. © 2010 South-Western, a part of Cengage Learning. All rights reserved.12–17 Radio Advertising’s Strengths and Limitations Table 12.4

18. © 2010 South-Western, a part of Cengage Learning. All rights reserved.12–18 Radio (cont’d) Radio Audience Measurement FirmsRadio Audience Measurement Firms  Arbitron  Is the major company involved with measuring listenership and audience demographics.  Owns RADAR (Radio’s All Dimension Audience Research)  Uses a paper-based diary approach to measure listener behavior and is introducing pager-like meters (Portable People Meters) to its data collection process

19. © 2010 South-Western, a part of Cengage Learning. All rights reserved.12–19 Television TelevisionTelevision  Is in over 98% of all households have televisions  Is a uniquely personal and demonstrative medium  Is expensive to produce and broadcast Television Programming DaypartsTelevision Programming Dayparts  Early morning: 5 AM to 9 AM  Daytime: 9 AM to 4 PM  Early fringe: 4 PM to 7 PM  Prime access: 7 PM to 8 PM  Prime time: 8 PM to 11 PM  Late fringe: 11 PM to 2 AM  Overnight: 2 AM to 5 AM

20. © 2010 South-Western, a part of Cengage Learning. All rights reserved.12–20 Average Prime-Time Audience (in millions) for Four Major Networks Table 12.5

21. © 2010 South-Western, a part of Cengage Learning. All rights reserved.12–21 Types of Television Advertising Spot Network Local Cable Syndicated

22. © 2010 South-Western, a part of Cengage Learning. All rights reserved.12–22 Television Messages Network Advertising Market product nationally on major networks Expensive but is a cost-efficient means to reach mass audience Spot Advertising Advertising is placed only in selected markets Regional-oriented marketing and geodemographic segmentation of consumer markets Syndicated Programming Occurs when an independent company markets a show to as many network-affiliated or cable TV stations as possible Cable Advertising Uses narrowcasting to reach 85% of all households of economically upscale and young subscribers Local Advertising Local advertisers are turning to television as it is inexpensive during the fringe time

23. © 2010 South-Western, a part of Cengage Learning. All rights reserved.12–23 The 10 Highest Priced TV Programs, 2007–2008 (price per 30-second commercial) Table 12.6

24. © 2010 South-Western, a part of Cengage Learning. All rights reserved.12–24 Television Advertising’s Strengths and Limitations Table 12.7

25. © 2010 South-Western, a part of Cengage Learning. All rights reserved.12–25 Top-10 Prime-Time Broadcast TV Programs Table 12.8

26. © 2010 South-Western, a part of Cengage Learning. All rights reserved.12–26 Television Advertising (cont’d) InfomercialsInfomercials  Were introduced in the early 1980s  Are essentially a long commercial (28 to 30 minutes)  Are expensive to produce  Are an especially effective promotional tool for moving merchandise

27. © 2010 South-Western, a part of Cengage Learning. All rights reserved.12–27 Television Advertising (cont’d) Brand Placements in TV ProgramsBrand Placements in TV Programs  Can be very effective provided brand is displayed in a context that appropriately matches the brand’s image.  Are the result of advertisers’ fear that TV advertising is no longer as effective as it used to be  Require that brand managers pay to get prominent placement for their brands in popular programs

28. © 2010 South-Western, a part of Cengage Learning. All rights reserved.12–28 Television Advertising (cont’d) Television Audience MeasurementTelevision Audience Measurement  Higher rated programs command higher ad prices  Ratings are difficult to come by accurately National (Network) Audience MeasurementNational (Network) Audience Measurement  Nielsen’s People Meter Technology Local Audience MeasurementLocal Audience Measurement  Nielsen’s Diary Panels  Nielsen’s Local People Meters ChallengesChallenges  Counting away-from-home viewers and listeners  Audience undercounts

29. © 2010 South-Western, a part of Cengage Learning. All rights reserved.12–29 Nielsen People Meter Figure 12.3